Sydney FC appoints Adam Santo as new Chief Executive Officer

Following the departure of Danny Townsend to the Australian Professional Leagues, Sydney FC have announced the appointment of previous Chief Operating Officer Adam Santo as the club’s new Chief Executive Officer.

Having worked for the club over the past nine years in numerous roles including as Chief Financial Officer and Company Secretary from 2013 – and even as the Acting Chief Executive Officer for six months in 2017 prior to Townsend’s appointment – Santo brings a wealth of experience to the role.

During this time, he was instrumental in securing the transfer of A-League Player Of The Year Adrian Mierzejewski and the visit of Arsenal FC to Australia to play the Sky Blues.

Santo was born in Sydney and has dedicated much of his life to football – having played, coached, refereed, and volunteered within the Sydney football and futsal community.

He began his career at KPMG in Sydney before moving to London to work for investment bank UBS and property management firm Capital and Regional plc. for four years.

Santo has accumulated an extensive range of experience in his time with Sydney FC, including involvement in all football recruitment and transfer decisions. Santo has also played a key role off the pitch, overseeing a series of record financial performances for the club and successfully navigating the displacement from Allianz Stadium.

He has attended every Sydney FC Board Meeting over the past nine years and has a detailed understanding of the club’s strategy and expectations. Santo also played a significant role behind the scenes establishing processes to preserve the culture that has delivered great success the club has enjoyed during his tenure.

Chairman Scott Barlow believes Santo is the perfect appointment.

“Adam has a wealth of experience and an intimate knowledge of Sydney FC after nine years with the club,” he said in a statement.

“He has been instrumental in helping to guide Sydney FC through a very turbulent period over the past four years of displacement and Covid-19.

“We are proud to have such an exceptional candidate and to be able to promote someone from within the club.

“Next season is the most important in our club’s history and it’s critical we have someone with the experience and knowledge to help us maximize the opportunity of our move back to Moore Park and the rejuvenation of our A-League squad.

“I would like to thank Danny Townsend for the phenomenal job he has done during the past five years in the role and we look forward to working with him very closely in his role at the APL.”

Santo will move into the job immediately as the Sky Blues prepare for a big few months.

“It is a privilege to work and now lead the best sporting club in Australia,” he said in a statement.

“This is a crucial period for the club managing the return to Allianz Stadium, the construction of the Centre of Excellence and rebuilding our A-League squad.

“I am acutely aware of the expectations of the Members and fans; the club must deliver a high-quality on-field product and our interactions off the pitch need to align to our strong brand.

“I have lived and breathed Sydney FC for the past nine years and will bring my own approach into the head role, a philosophy of delivering a high level of service to the myriad of club stakeholders.”

Melbourne Knights confirm innovative alliance with ProTrainUp

Melbourne Knights Football Club has confirmed a new partnership with leading football management software company, ProTrainUp.

This collaboration is set to enhance communication and streamline operations with the Club, marking a significant step forward in the commitment to excellence and growth.

Founded in 2013, ProTrainUp is a club management system fuelled by data driven technology, created by and for the football community. ProTrainUp combines quantitative and qualitative data to enhance club operations for both staff and participants, enabling the Club to:

  1. Enhance communication between club staff and players with built-in public and private messaging services.
  2. Simplify the organization and delivery of training sessions using plans and sessions provided by top international federations and clubs, available only through ProTrainUp.
  3. Maintain an up-to-date calendar of training sessions and matches.
  4. Gather data and statistics on players to create detailed reports on individual player development and overall team progress.

ProTrainUp is a system used by clubs around the world including European clubs such as Dinamo Zagreb FC and FC Porto, highlighting its importance in modern football.

The main objective of this partnership is to enhance communication among club staff, players, and parents.

ProTrainUp’s advanced software will deliver a centralised platform for efficient and effective communication, guaranteeing that all members of the Melbourne Knights community stay well-informed and engaged.

The system is accessible both online and through the app, allowing players and parents to enable push notifications so they never miss important Club updates.

The partnership will play a huge role in upskilling the juniors program in 2025, a huge focus that President Simon Pincic spoke about in length in his exclusive interview with Soccerscene.

The Knights will leverage ProTrainUp’s comprehensive tools for training management, performance tracking, and development planning to ‘provide the juniors with the best possible environment to grow and succeed’ as per their statement.

This will help more than just the junior players however with ProTrainUp, the coaches will benefit from this technology with seamless tracking of player progress, and enhanced training experiences, all contributing to the overall development of the junior players.

The club spoke about the future of their management through this advanced technology system.

“We look forward to a successful partnership and are excited about the positive impact it will have on our Club and community. Together with ProTrainUp, we are committed to building a stronger, more connected, and highly effective football club,” Knights said in a club statement.

This is an excellent and innovative partnership by the Knights that sees them advance forward in the development of technology.

The Knights have been vocal about the importance of junior development and have historically been one of Australia’s most successful clubs at creating stars from their system, with ProTrainUp only advancing that cause.

Football NSW to gain more traction through established sponsor

Football NSW have confirmed a collaboration with the technology advertising platform Nine Ad Manager, as a new primary sponsor for 2024.

Nine Ad Manager falls under the Nine network umbrella, acting as an versatile platform in which Australian businesses are able to utilise in generating traction amongst a specific target audience.

Advertising can be reached through audiences across each of the Nine Networks main television channels including 9Now and the 9 on-demand streaming television service.

Television advertisement campaigns created and submitted to the Nine Ad Manager service, are strategically aired at times in which relates to the product featured within the advertisement.

Performance of the advertisements effectiveness can be analysed through the amount of traffic the business is providing the advertisement as it becomes accustomed too.

The manager platform can assist businesses regardless of stature and status, to access mainstream television advertising opportunity for the Nine Network.

Small and medium sized businesses have the capacity to advertise their respective businesses throughout peak television times for an affordable cost.

Having partnered with FNSW, the sole intention of the newly founded cooperation is to give back to the state community, recognising and showcasing the importance upon community football teams that participate across the state.

As disclosed upon the FNSW website, Head of Nine Ad Manager Todd Fisher discussed the importance of the newly founded partnership said via press release.

“This partnership allows us to support the vibrant sporting communities that are at the heart of local culture and community building. Nine Ad Manager’s core mission is to empower small businesses, enabling them to be seen, heard, and remembered in their local areas and achieve business growth. By partnering with Football NSW, we not only champion local football but also the small businesses and communities that surround them.”

Football NSW CEO John Tsatsimas added his excitement for the partnership via press release.

“Football NSW welcomes Nine Ad Manager to the family and we look forward to establishing a strong working relationship with them over the next 12 months.”

A fresh new look on the back of each of FNSWs State Team jerseys in 2024, with The Nine Ad Manager logo to feature prominently beneath the player’s number.

Most Popular Topics

Editor Picks

Send this to a friend